The FINANCIAL — “Elvis fast food restaurant, located in Tbilisi’s Philharmonic concert hall, has had a total of USD 1,200,000 invested in it,” Rafael Magalashvili, Jewish businessman told The FINANCIAL. The restaurant is located in the heart of Tbilisi, in the Philharmonic Hall.
“Elvis is an American brand that exists in different corners of the world and in the nearest future this brand is planning to enter certain post-Soviet countries. The franchising cost of Elvis was quite high and the full amount of it is about USD 250,000,” Magalashvili says.
According to the stakeholder of Elvis, Rafael Magalashvili, the idea of creating Elvis was born 6 month ago. He says Elvis is global fast food brand.
According to the Stakeholder, when it is completed Elvis will be a European type fast food restaurant.
“We will have 4 types of kitchen and these will be Italian, American, Thai and Californian kitchens. We have divided the fast food object in to sections, so people will be able to taste different types of fast food in one branch,” Magalashvili says.
On the second floor of the space a Californian restaurant is also available for clients. According to Magalashvili, people will be offered some very tasty American food together with Italian and Thai meals.
“We will offer the tastiest desserts to our clients in the restaurant. We have invited very experienced cooks from abroad in order to teach the local cooks the new menu and how to operate the modern kitchen with its highest level appliances. We have invited two cooks from Italy, four from Thailand and one from America,” Magalashvili told The FINANCIAL.
According to Magalashvili, Elvis fast food is for everyone, for little children as well as for elderly people.
“Our clients may have a slice of pizza and a coke for only GEL 5-6. It’s the client’s choice, they can just as easily spend GEL 40 GEL 50, it depends on what they wish,” Magalashvili says.
“We will have Burger King type hamburgers. The price for a Burger will be from GEL 5.50 to GEL 10,” Magalashvili adds.
Magalashvili thinks that Elvis will be quite successful because its location in the philharmonic concert hall will attract many people.
“In my view restaurants located in cinemas or concert halls can be quite successful. In the philharmonic hall on average 2,000 people come to attend concerts and from these 2,000 if even 1-2 % enter Elvis then that will make our venture a success. The location of our restaurant is perfect, we are in the city’s centre and this will also attract clients. The only problem we are facing is parking but we will somehow find a solution to this problem too,” Magalashvili explains.
According to the stakeholder of Elvis, people will decide themselves whether Elvis competes with any other fast food brands already on the local market.
“McDonalds’ fast food is well known in the world and we can’t change this fact. People should decide themselves how we compare to McDonalds. We do not plan to compete with any specific brands but in our view the more options there are in a city the better it is for the consumer.
Sometimes people become bored with McDonalds which is considered more for kids. Our restaurant is as much for children as it is for adults and the elderly,” says Rafael Magalashvili.
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